Today, Zappi and Survata, announced Ad Pulse, an application providing brand-impact measurement for all advertising campaigns. Ad Pulse is built on Zappi’s insights platform and is directly powered by Survata.
Ad Pulse applies a methodology to measure the brand impact of key brand metrics such as familiarity, awareness, consideration, and usage. Brands now have a continuous and consistent way to know whether an ad drove brand impact on important key performance indicators (KPIs).
Zappi says the launch of Ad Pulse comes at a time when brands need help to better understand ad spend return on investment (ROI). Brands are increasingly reluctant to rely solely on proxy metrics to measure digital spend and new research found that 76 percent of consumers exposed to digital ads do not recall seeing them. “Traditional behavioral metrics don’t always deliver meaningful insights,” said Lauren Palmer, Research Program Director for Corporate Advertising at IBM. “To ensure your digital advertising is effective and achieves strong ROI, it is critical to measure and optimize off the KPIs that really matter – those that are directly linked to your specific marketing objectives.”
“Zappi’s biggest brand clients have always used our platform to ensure their campaigns were the most effective, from concept to creative development, but they needed that same uniform consistency to measure the creative performance in action. Ad Pulse will become the premier technology-driven solution to give brands certainty that their ads are driving brand impact.”Stephen Phillips, CEO of Zappi
Zappi Ad Pulse operates in real-time, is scalable, and remains always-on. Brand-lift studies from the traditional, legacy players often are cost-prohibitive for smaller campaigns and come with a host of implementation issues. According to Zappi, Ad Pulse has a seamless implementation and focuses on evergreen KPIs making brand measurement more accessible to all campaigns for any brand.
“Combining Zappi’s data science and automated insights capabilities with Survata’s Ad Measurement platform was aChris Kelly, co-founder and CEO of Survata
no brainer. This lets Zappi’s brand clients test all campaigns in an always-on fashion. It’s a consistent measurement currency for a campaign’s brand impact. We knew the industry was looking for an application that not only deploys simply and quickly,but also drives the exact measurements that brands need to compete in today’s noisy environment. Ad Pulse provides consistency for measuring the brand impact on every campaign’s brand impact.”
Ad Pulse is available only in the United States of America.